Some Roku users are being greeted with something unexpected when they turn on their TVs—autoplaying ads. Instead of going straight to the home screen, some users have reported seeing full-screen video ads for movies and other content that start playing automatically.

Roku has begun running video ads that automatically play before loading the home screen, as reported by Ars Technica. This is impacting owners of Roku-branded smart TVs and streaming sticks, so long as the device runs the company’s proprietary OS.